Alek Wek is the ambassador for the H&M Conscious Foundation and she’s using her platform as a way to build awareness about the retailer’s efforts to do some good in the world.

The model stars in the latest PSA, which explains how H&M came to support various charities. It was a two-part effort: A board of advisers, which included Archbishop Desmond Tutu, chose serious humanitarian issues and let the public vote on which ones the foundation should support.

Thanks to customer votes, the H&M Conscious Foundation pledged to donate proceeds to charities that empower women, provide clean water and early childhood education in disadvantaged areas. H&M has partnered with UNICEF, WaterAid and the CARE foundation for its conscious project, which will help hundreds of thousands of women and children.

Jihan Forbes spends her days tirelessly writing and her work has been featured on Fashionista, XOJane, The Cut and more. She lives in Harlem, but will always be a Bronx girl. Send her an e-mail sometime.